Page 143 - DMGT507_SALES AND PROMOTIONS MANAGEMENT

Unit 7: Advertising Strategy: Fundamentals

Marketing plan provides the details pertaining to brand share, anticipated market Notes
conditions, competitors' share and past moves, and any legal constraints concerning the
product category.
A critical decision is to define the specific target audience for the product or service and
involves finding and precisely defining those variables that indicate who and where are
the best prospects in respect to demographic characteristics, geographic location, psycho-
graphic variables, and behavioural patterns.

Objectives help communications between the ad agency accounts executive and the creative
team members, and help coordinate the efforts of copywriters, media specialists, media
buyers, and professionals involved in advertising research.
It is interesting to note that advertising communication objectives awareness, knowledge
or comprehension, liking, preference, and conviction are all mental responses, not visible
to an observer.
Advertising message involves everything that the marketer plans to say in its ads and
how it plans to say both verbally and non-verbally are critical aspects.
Budget decisions are critical as the money spent on advertising may mean, the difference
between success and failure. The greatest power of advertising lies in its cumulative, long-
term reinforcement effect.
According to Leo Bogart, the Great Idea in advertising is far more than the sum of the
recognition scores, the ratings and all the other superficial indicators of its success; it is in
the realm of myth, to which measurements cannot apply.

7.4 Keywords

Advertising Creativity: Ability to come up with unique and effective ideas

Big Idea: Idea that is creative and that clicks with audiences
Brand Comprehension: Know facts and attributes of the brand
Psychographic Segmentation: Segments audience on the basis of life-styles, values and attitudes

7.5 Self Assessment

State whether the following statements are true or false:
1. McDonald's 'I am loving it' is an example of an advertising campaign.
2. Choosing a target audience on the basis of social class is part of psychographic
segmentation.
3. You buy a blue shirt because your friends say that you look smart in blue. Your primary
motivation is achievement.

4. We can call Maggi's 'two minute noodles' a big idea.
5. The behavior of the believers (as in VALS personality types) is predictable and
conservative.

Fill in the blanks:
6. Brands like Wills life-style, Colourplus, Tommy Hilfiger segment the market on the basis
of …………………………..

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